Motivation Process Model

The psychological concepts used for optimizing the marketing mix:

1.      1. Perception – Perception is the process of giving meaning to the stimulus.

            Perception Mapping

1.       Quality – High & Low

2.       Price – High & Low

            Elements of Perception:

1)      Sensation   

2)      Absolute Threshold               

3)      Differential Threshold                           

4)      Subliminal Perception           

5)      Habituation

Perceptual Selection: Depends on two major factors

A)     Internal Factors – Interest, Needs, Motives, Expectations

B)      External Factors – Intensity and Size, Position, Contrast, Novelty, Repetition, Movement

2.       2.Motivation – 1) Rational Ex. Cause and effect details, Cost-benefit analysis         

                        2) Emotional (no reason)

                        Motive – A driving force which makes an individual to act/response.

3.      3.Attitude – It’s a pre-disposition which is learnt over a period of time towards certain object. 

                 Tri-Component Attitude model:

1.       Knowledge (about information)

2.       Feeling (about emotions)

3.       Behavioural Tendency

4.       Personality – The sum total of all psychological characteristics which determines and influences the behaviour.

5.       Learning – The way you do what you do.